Pedigree DM, Case study Pedigree: DOGGELGANGER by Colenso BBDO Auckland

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Industry Pet Food, Pet Care Products & Services
Media Direct marketing, Case study
Market New Zealand
Agency Colenso BBDO Auckland
Executive Creative Director Nick Worthington
Released June 2011


Cannes Lions 2011
Direct Lions Direct Response Digital: Other Digital Platforms Bronze

Credits & Description

Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: Other Digital Platforms
Advertiser/Client: MARS
Product/Service: DOG ADOPTION
Entrant Company: COLENSO BBDO Auckland, NEW ZEALAND
DM/Advertising Agency: COLENSO BBDO Auckland, NEW ZEALAND
Executive Creative Director: Nick Worthington
Creative Director / Copywriter: Levi Slavin
Creative Director / Digital Designer / Digital Creative Director: Aaron Turk
Art Director / Digital Art Director: Jae Morrison
Digital Developer: Paul Headington
Digital Developer: Colin Williams
Senior Account Director: Karla Fisher
Agency Producer: Haydn Thomsen
Sound Design: Franklin Road
Post Production: Kaleidoscope
Describe the brief from the client:
Every year, The Pedigree Adoption Drive offers support to thousands of abandoned dogs across the country. In its third year, Pedigree asked us to come up with an idea that would reinvigorate the initiative and open the door to more dog adoptions than ever.
Creative Execution:
Our objective was to get more people to become aware of the plight of homeless dogs, and increase dog adoptions in the process. To get a person to fall in love and adopt a dog you have to first get them to the shelter. By creating a user experience that paired a real person to a real homeless dog we created a personal experience that immediately set up an emotional connection.
In the words of one user (A. Steedman): “When you see those eyes looking back at you, it’s almost impossible to not set up a meeting.”
People were alerted to the website through an EDM campaign sent to the mailing lists of affiliated animal justice partners. This EDM was accompanied by a seeding strategy.
Describe the creative solution to the brief/objective.
Studies have shown that some of the happiest dog and owner pairs share similar features, personality traits, even body types.
That’s we developed Doggelgänger; human to canine pairing software, designed to connect homeless dogs to their human doubles.
This state-of-the-art software analyses your features, and compares them with a nationwide database of real dogs looking for adoption.
By partnering with shelters across the country, Doggelgänger has given homeless dogs everywhere the very best chance to set up that vital first meeting in the journey to finding a new home.
Describe the results in as much detail as possible.
With the site going live in April and the seeding strategy in its infancy, it’s too early for quantifiable results however we hope that thousands of kiwis get on the site and find their Doggelgänger, and more dogs are adopted as a consequence.